Class Intro 8
From AlexBrownRacing
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| [http://en.wikipedia.org/wiki/Lanham_Act Lanham Act]: protecting your brand | [http://en.wikipedia.org/wiki/Lanham_Act Lanham Act]: protecting your brand | ||
| - | iPad brand in China | + | WSJ: ''Fight Over iPad Name Spills Into U.S. Court'' |
| Brand Equity: [http://www.bizjournals.com/twincities/news/2011/05/09/target-us-bank-lead-global-brand.html Wells Fargo] ([http://en.wikipedia.org/wiki/Brand_equity Wikipedia: Brand Equity]) | Brand Equity: [http://www.bizjournals.com/twincities/news/2011/05/09/target-us-bank-lead-global-brand.html Wells Fargo] ([http://en.wikipedia.org/wiki/Brand_equity Wikipedia: Brand Equity]) | ||
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| Manufacturer brands versus Dealer (private) brands | Manufacturer brands versus Dealer (private) brands | ||
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| + | WSJ: ''Store Brands Step Up Their Game, and Prices'' | ||
| Side: Personal branding: vanity search, facebook | Side: Personal branding: vanity search, facebook | ||
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| FDA labeling requirements | FDA labeling requirements | ||
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| + | WSJ: ''J&J Recalls Infants' Tylenol'' | ||
| Social responsibility: environmental impact; [http://en.wikipedia.org/wiki/Fair_Packaging_and_Labeling_Act_(US) Federal Fair Packaging and Labeling Act] | Social responsibility: environmental impact; [http://en.wikipedia.org/wiki/Fair_Packaging_and_Labeling_Act_(US) Federal Fair Packaging and Labeling Act] | ||
Revision as of 00:45, 13 March 2012
Product Decisions and Marketing Planning
Product: needs satisfying offering of a firm.
Product: Good versus Service, or blend of both.
Product assortment: Product item; product line
example Proctor and Gamble (P&G)
Branding: Trademarks (History of trademarks)
Domain name issues.
Conditions favorable for branding: Easy to label and identify; maintain consistent quality; dependable and widely available; price makes branding profitable; economies of scale; display space available
Brand Familiarity: Rejection; Non recognition; Recognition; Preference; Insistence
Characteristics of a good brand name: short and simple; easy to spell read and recall; easy to pronounce; suggests product benefits; works with packaging / labeling; timely; adaptable to multiple media; legally available
Lanham Act: protecting your brand
WSJ: Fight Over iPad Name Spills Into U.S. Court
Brand Equity: Wells Fargo (Wikipedia: Brand Equity)
Family brand, Licensed brand, Individual Brand, Generic brand
Manufacturer brands versus Dealer (private) brands
WSJ: Store Brands Step Up Their Game, and Prices
Side: Personal branding: vanity search, facebook
Packaging
Enhance the product; protect the product; ease of distribution; UPC and product information
FDA labeling requirements
WSJ: J&J Recalls Infants' Tylenol
Social responsibility: environmental impact; Federal Fair Packaging and Labeling Act
Warranties: Magnuson-Moss Act
Product Classes
Consumer product versus Business product
Consumer:
Convenience Products: > Staples; Impulse; emergency
Shopping Products: > Homogeneous; heterogeneous
Specialty Products
Unsought Products: > New Unsought; Regularly Unsought
Business: > derived demand; inelastic industry demand; tax treatments
Classes: Installations; Accessories; Raw materials; Component parts & materials; MRO supplies; Professional services
